When Viktor Orbán gave a speech in 2022 at a Conservative Political Action Conference gathering in Budapest, he shared his secret to amassing power with Donald Trump’s fan base. “We must have our own media,” he told his audience.

As a Hungarian investigative journalist, I have had a firsthand view of how Orbán has built his own media universe while simultaneously placing a stranglehold on the independent press. As I watch from afar what’s happening to the free press in the United States during the first weeks of Trump’s second presidency—the verbal bullying, the legal harassment, the buckling by media owners in the face of threats—it all looks very familiar. The MAGA authorities have learned Orbán’s lessons well.

I saw the roots of Orbán’s media strategy when I first met him for an interview, in 2006. He was in the opposition then but had served as prime minister before and was fighting hard to get back in power. When we met in his office in a hulking century-old building that overlooked the Danube River in Budapest, he was very friendly, even charming. Like Trump, he is the kind of politician who knows how to connect with people when he thinks he has something to gain.

During the interview, his demeanor shifted. I still remember how his face went dark when I pushed on questions that he obviously did not want to answer. It was a tense exchange, but he reverted to his cordial mode when we finished the interview, and I turned off the recorder.

What happened afterwards was less friendly. In Hungary, journalists are expected to send edited interview transcripts to their interviewees. The idea is that if the interviewees think you took something they said out of context, they can ask for changes before publication. But in this case, Orbán’s press team sent back the text with some of his answers entirely deleted and rewritten. When my editors and I told them we wouldn’t accept this, they said they wouldn’t allow the interview to be published.

In the end, we published it without their edits. That was the last time I interviewed Viktor Orbán. And when he returned to power in 2010 after a landslide election victory, he made sure that he would never have to answer uncomfortable questions again.

One of the first pieces of legislation his party introduced was a media law that restructured how the sector is regulated in Hungary. The government set up a new oversight agency and appointed hard-line loyalists to its key positions. This agency later blocked proposed mergers and acquisitions by independent media companies, while issuing friendly rulings for pro-government businesses.

The Orbán government also transformed public broadcasting—which had previously carried news programs challenging politicians from all parties—into a mouthpiece of the state. The service’s newly appointed leaders got rid of principled journalists and replaced them with governing-party sympathizers who could be counted on to toe the line.

Then the government went after private media companies. Origo, a popular Hungarian news website, was one of its first targets. For many years, Origo—where I had been working when I conducted the 2006 Orbán interview—was a great place to do journalism. It was owned by a multinational telecommunications company and run by people who did not interfere with our work. If anything, they were supportive of our journalism. In 2009, after conducting some award-winning investigations, I was even invited to the CEO’s office for a friendly chat about the importance of accountability reporting.

But a few years after Orbán’s return to power, the environment changed. As we continued our aggressive—but fair—reporting, the telecommunications company behind Origo came under pressure from the government. Instead of sending encouraging messages, the outlet’s publisher started telling the editor in chief not to pursue certain stories that were uncomfortable for Orbán and his allies.

My colleagues in the newsroom and I pushed back. But after repeated clashes with the publisher over one of my investigations, into the expensive and mysterious travel of a powerful government official, the editor in chief was forced out of his job. I resigned, along with many fellow journalists, and soon the news site was sold to a company with close links to Orbán’s inner circle. Now Origo is unrecognizable. It has become the flagship news site of the pro-government propaganda machine, publishing articles praising Orbán and viciously attacking his critics.

Origo is part of an ecosystem that includes hundreds of newspapers and news sites, several television channels—including the public broadcasters and one of the two biggest commercial channels—and almost all radio stations. That’s not to mention the group of pro-government influencers whose social-media posts are distributed widely, thanks to financial resources also linked to the government.

This machine is not even pretending to do journalism in the traditional sense. It is not like Fox News, which still has some professional anchors and reporters alongside the openly pro-Trump media personalities who dominate the channel in prime time.

The machine built under Orbán has only one purpose, and it is to serve the interests of the government. There is hardly any autonomy. Editors and reporters get directions from the very top of the regime on what they can and cannot cover. If there is a message that must be delivered, the whole machine jumps into action: Hundreds of outlets will publish the same story with the same headline and same photos.

In 2022, Direkt36, the investigative-reporting center I co-founded after leaving Origo, wrote about one such example. In the story, which was reported by my colleague Zsuzsanna Wirth, we described an episode in which Bertalan Havasi, the prime minister’s press chief at the time, sent an email to the director of the national news agency.

​​“Hi, could you write an article about this, citing me as a source? Thanks!” Havasi wrote. (The instruction was about a relatively mundane matter: a letter that a European rabbi had sent to Orbán thanking him for his support.) Later, Havasi also told the agency what the headline and lead sentence should be. The news agency followed the instructions word for word.

A few years ago, I investigated the pro-government takeover of Index, another of Hungary’s most popular news sites. I obtained a recording in which the outlet’s editor in chief described to one of his employees how Index had received financial backing from a friend of Orbán’s, a former gas fitter who has become Hungary’s richest man thanks to lucrative state contracts. The editor in chief warned that Index had to be careful with news about Orbán’s friend because, without him, “there will be no one who will put money into” the outlet.

Just as Orbán explained in his CPAC speech, this sophisticated propaganda machine has played a crucial role in his ability to stay in power for more than 15 years. When the Organization for Security and Co-operation in Europe, a watchdog group of which the United States is a member, published its report on Hungary’s 2022 parliamentary elections, it pointed to the media as a major weakness in the country’s democratic system.

“The lack of impartial information in the media about the main contestants, the absence of debates among the major electoral competitors, and the independent media’s limited access to public information and activities of national and local government significantly limited voters’ opportunity to make an informed choice,” the election monitors concluded, after a vote that yet again cemented the power of Orbán’s ruling party.

What has happened in Hungary might not happen in the United States. Hungary, a former Eastern Bloc nation that broke free of oppressive Soviet control only three and a half decades ago, has never had such a robust and vibrant independent media scene as the one the U.S. has enjoyed for centuries. But if someone had told me when Orbán returned to power that we would end up with a propaganda machine where the free Hungarian media had once been, with many of the old outlets shut down or transformed into government mouthpieces, I would not have believed it.

And I see ominous signs in the U.S. that feel similar to the early phases of what we experienced here. When I read about the Associated Press being banned from White House events, that reminds me of how my colleagues at Direkt36 have been denied entry to Orbán’s rare press conferences. When I see the Washington Post owner Jeff Bezos cozying up to Trump, that reminds me of how big corporations and their wealthy executives, including the owner of my former workplace, bent the knee to Orbán.

When I read about ABC settling a Trump lawsuit of dubious merit—and CBS contemplating the same—it brings to mind the way the courts and the government itself can be used to manipulate and bully media organizations into submission.

Journalists and anyone else who cares about the free press must understand that democratic institutions are more fragile than they look, especially if they face pressure from ruthless and powerful political forces. This is particularly true for the news media, which is also being challenged by the technological revolution in how we communicate information. Just because an outlet has been around for decades and has a storied history does not mean that it will be around forever.

If any good news can be learned from Hungary’s unhappy experience, it is that unless your country turns into a fully authoritarian regime similar to China or Russia, there are still ways for independent journalism to survive. Even in Hungary, some outlets manage to operate independently from the government. Many of them, including the one I run, rely primarily on their audience for support in the form of donations or subscriptions. We learned that it is easy for billionaires and media CEOs to be champions of press freedom when the risks are low, but that you can’t count on them when things get tough. So we rely on our readers instead.

If they feel like what you are doing is valuable, they will be your real allies in confronting the suffocating power of autocracy.